HomeMy WebLinkAbout3d. 2017 Occupancy Need Dates VLMDAC Task Force InfoTown of Vail: Need Dates & Event Types
Town of Vail | 08/22/2016
Which dates are ideal for 2017?
Need dates for a new event based on
high and low occupancy percentages
and greatest potential upside:
2017
•May 29-June 5
•August 21-28
•September 25-October 2
•October 2-9
•October 9-16
What Type of Event Is Vail Missing?
•Late summer, early fall music
festival
•Craft beer festival
•World class film festival
•Yoga festival
•Adventure Race
•Pro Bike Race
•Ideas/Intellectual Forum
•Multi-genre event (e.g. SXSW)
•Golf Tournament
VLMDAC Task Force Exploration For
2017 Events, Programming and Promotion
Guest Profiler Data
•Key Insights May 2012 – 2015
-78% of reservations are from Colorado, majority Front Range
•Key Insights September 2014 – 2015
-75% of reservations are from Colorado, majority Front Range
•Key insights from October 2012 – 2015
-85% of reservations are from Colorado, majority Front Range
o Any effort aimed to increase May, September and/or October visitation should be focused on
Colorado. There is no year-over-year consistency in out of state visitation in these months.
-May 2 – 9 40%/5%
-May 9 – 16 30%/5%
-May 16 -23 40%/5%
-May 23 – 30 50%/5%
-May 30 – June 6 70%/5%
-Aug 22 – 29 60%/8%
Destimetrics Data
-Sept 5 – 12 50%/10%
-Sept 12 – 19 50%/15%
-Sept 19 – 26 50%/8%
-Sept 26 – Oct 3 60%/10%
-Oct 3 – 10 55%/10%
-Oct 10 – 17 55%/8%
Identify Need Dates for a new event based on high and low occupancy percentages
and greatest potential upside:
Evolution of Successful Existing Events
o Consider adding event days earlier in the week
o Increase attendance
o Broaden demographics
o Acquire sponsors
o Add elements and programming to established
events with highest potential to grow
Event Growth
What Type of Event Is Vail Missing?
•Late summer, early fall music festival
•Craft beer festival
•World class film festival
•Yoga festival
•Adventure Race (e.g. Tough Mudder)
•Pro Bike Race
•Ideas/Intellectual Forum
•Golf Tournament
•Multi-genre event (e.g. SXSW)
o Events that support and promote the Vail brand
o Cultural events that attract a diverse international audience
o Events that attract our defined demographics including Millennials
Additional Event Selection Considerations
As a result of these insights, VLMDAC Task Force encourages the
Commission on Special Events to consider all the above when
reviewing and allocating funding for special events in 2017.
Conclusion